WGSN’s Global Chief Content Officer Carla Buzasi has revealed the big career lessons she learned from over a decade working at some of the world’s most successful consumer brands and what markets she thinks are important now.

Speaking to the style website Fashion We Like, she also discussed the future of fashion content coming from brands to engage new audiences, saying she believes they need to move away from a somewhat “scatter gun” approach.

“Who’s your target audience? Where are they consuming media? What are they passionate about? Those are the three questions for brands to ask themselves before jumping into content creation,” she said.

Discussing her time as an editor at Marie Claire and being the Founding Editor of Huffington Post UK, Buzasi revealed her biggest takeaway from her time in consumer media was “the importance of brand”.

She said: “It can count for an awful lot, and the best way of building it? Amazing content. You can come up with the world’s most exciting marketing campaign, but if the content isn’t there to back it up, it’ll be almost worthless.”

Meanwhile, she admitted to being addicted to Popsugar’s fitness app and that her pet peeve is poor WiFi at trade shows. And the markets she’s focusing on now? “China is increasingly important to us, as well as India and Latin America.”

Branding is so important but consumer brands are so afraid to differentiate. Is it risky for business to target a specific audience? For smaller brands with a diverse pallet, how do you avoid an appearance of “scattered gun” when developing a variety of content?